So it is not Friday and it is not day 3 of the Social Media Success Summit. It is 5 days after that and I am a lazy so and so! Last Friday I was all ready and raring to go but as much as my brain wanted to get up at 6am and learn about Marketing Analytics my body was completely uninterested and refused to wake up. So I have now watched the replays and am ready to provide my recap.
Wow. I am very glad I did not attempt this in the morning as I think we have come upon the most brain challenging material to date. Day 3 saw presentations by Michael Stelzner (@), Andy Crestodina (@) and Kristi Hines (@). Within the broad topic of Marketing Analytics they looked at tracking Social Media Data, how to analyse the data once it has been collected and how to use segments within Google Analytics to refine your strategies. The information was fascinating but for me I had to go back to basics on this one as I hadn’t even set up Google Analytics for my website let alone created segments, goals and UTM’s (more on them below). More than 2 years ago I set up my little WordPress site, added a bit of info and there it has pretty much sat ever since. I had no idea if people were using it, how many visitors I had – I knew nothing.
This has now been remedied, accounts have been setup, plugins installed and I am now beginning to collect some basic statistics about my site. Why is this important? Because if I can see what people like I can target my efforts towards those areas.
The next step will be implementing some of the learnings from the Google Analytics sessions and I have highlighted the main ones below.
To share what I am learning and to embed the best ideas in this very tired little brain of mine, I have decided to blog each day about that mornings sessions and hereby present to you my top 5 takeaways.
[box type=”bio”] You need to get the basics right first. Before you can set up Social Media monitoring or market segmentation, you need to get the basics set up first. Social Media Examiner have a great primer which can be found here. [/box][box type=”bio”] There is so much more to Google Analytics than meets the eye. In Michael’s presentation the 3rd slide in showed Google Analytics “out of the box”. In less than 60 seconds he then demonstrated how little this is actually telling us about our customers, our clients, and where people on our site are coming from. We need to set up goals that specifically track when people go to certain pages, and look at using UTM’s to track the impact of your online campaigns. [/box][box type=”bio”] UTM stands for Urchin Tracking Module. No really! I thought the presenter was pulling our leg and had to look it up to verify but apparently Google purchased Urchin who developed this technology. These things are awesome and allow you to create custom URL’s so that when you link to them from Facebook and Twitter, for example, the analytics can track where people came from and you can see what campaign had the most impact. [/box][box type=”bio”] Setting up segments can be a great timesaver – once they are set up that is. Rather than manually going through and filtering your analytic data each time you go in, you can set up segments such as Facebook traffic – and then look at the data purely related to this. Information such as geographical and gender data can then be broken down by the different segments. [/box][box type=”bio”] I need to learn a lot more about Google Analytics. I have a tendency to be quite blasé about learning new technology – I pick it up fairly easily. But I think I need to put a bit of effort into this one. It is like the algebra of the Social Media world! But I think it will be worth it. Anyone keen on learning more can start here . [/box]